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Which Product Should You Create?


Creating Products: Which Product Should You Create?

Photograph by Mark Fletcher-Brown on Unsplash

Creating Products: Which Product Should You Create?Darren says: At this time Shayne Tilley continues our collection on creating products for your blog by analyzing the essential query of “what product do you have to create?”

This can be a query I do know many ProBlogger readers are pondering as a result of I get requested it many occasions.

  • “Ought to I create an eBook, a course, a membership space or one thing else?”
  • “What matter ought to I create a product round?”

When you’re asking questions like these – Shayne’s recommendation on this submit is for you.

As I did in last week’s post – I’m going to chime in with my perspective too.

Creating Products: Which Product Should You Create?Possibly it’s simply me, however my tackle this query is the second-biggest resolution you’ll make as a blogger. Second solely to “what ought to I weblog about?”. So when you’ve been stressing in regards to the reply – congratulations, you’re regular!

While I’ve been concerned with a whole bunch of merchandise in my profession, it’s nonetheless one thing I debate in my very own head and with these whom I work. It’s a debate properly price having.

On this submit I’m going to share with you the method I’m going by when answering this query, whether or not it’s in my head or with others.

This course of is a end result of each my private experiences and my learnings from superb entrepreneurs similar to Darren, Matt Mickiewich, Mark Harbottle, and others you’ve in all probability by no means heard of.

This course of doesn’t assure success, however hopefully it offers you a manner ahead as you reply this query your self. Simply take into account that each blogger has totally different circumstances, audiences, subjects, and targets – and on the finish of the day you’ll have to reply the query for your self.

So let’s get began.

Not What… However Why

The very first thing we’re going to do just isn’t resolve what we’re going to construct, however as an alternative we’re going to outline why – and it’s a two-part why.

Your Why

The primary is answering why YOU need to create this product.

What’s your motivation?

The reply could be cash and for lots of you it is going to be, but it surely must run deeper.

The motivation for cash, and at this stage theoretical cash, will reduce as you’re working in your product at 2am on a Sunday.  Once you realise that it’s going to take twice as lengthy and value twice as a lot as you thought beginning out, there must be extra of an incentive.

I actually encourage you to look at Simon Sinek’s Golden Circle video to know precisely what meaning.

Let me share what I imply with a easy illustration.

Query: Why am I penning this submit on a sunny Saturday afternoon and never outdoors doing one thing else?

Reply: As a result of the thought that this submit might encourage somebody to create their very own nice product in some small manner which may change the trajectory of their stay in a constructive manner endlessly, is far more rewarding to me than something I may very well be doing outdoors.

So I write…

I would like you to have the ability to not directly have the ability to describe in someway your individual private why.

Creating Products: Which Product Should You Create?Darren says: It’s been some time since I watched that Simon Sinek video – thanks for the nudge to take action once more Shayne, it was an awesome reminder to do some self evaluation of my very own ‘why’.

A private instance: Over ten years in the past after we began the Australian ProBlogger occasion, I did so with a really clear ‘why’. I needed to encourage, encourage and equip Aussie bloggers to do superb issues with their blogs.

I’ve instructed the story quite a few occasions so received’t rehash it right here – however my aim with the occasion was fairly single-minded and revenue was the very last thing on my thoughts. My imaginative and prescient was fairly clear and so once I started to share that dream with just a few others, I used to be in a position to rapidly talk it. I discovered that in doing so, the thought caught maintain of others.

I actually consider that understanding the ‘why’ helped us create an occasion that has grown every year. 

Realizing the why retains driving me ahead (even when it will get powerful). 

Realizing the why has helped me entice a core group collectively who work for a similar objective.

Realizing the why has helped us talk what the occasion is about to attendees.

Realizing the why shapes the ‘what’ of what we really DO on the occasion.

Creating Products: Which Product Should You Create?

Your Buyer’s Why

The second “why” you’ll need to suppose by is: why would your prospects purchase your product? Ask that with supplementary questions of who’re they, and what are their issues?

And it’s time to drag out the pen and paper, or the spreadsheet.

What are the issues your readers have?

I would like you to listing as lots of the issues your readers have as you probably can.

In last week’s post I shared with you the need to know your readers, and that is the place the advantages of that begin to play out.

Don’t leap to the answer. I repeat: don’t leap to the answer.

At this stage you’re simply researching, not creating path of motion.  We’ll get to that, I promise.

Record all of your readers’ issues, large and small.

For instance for a weblog about lawns (a foolish instance for illustrative functions):

My readers all have lawns, they’re all happy with their lawns. Which isn’t a shock as that’s what I weblog about. With spring on the best way, with out some care and a spotlight, these lawns are going to get uncontrolled in a short time. Once I surveyed my readers, garden mowing was their number-one concern.

Downside:  My garden must be mown so I can nonetheless be happy with it.

The readers of the garden lovers weblog in all probability have some others.

– I have to eliminate weeds

– I have to preserve my garden vibrant and wholesome

– I need to have a garden, however undecided the place to begin

It is best to, with somewhat effort, have the ability to give you greater than 20 issues your readers have. There’s by no means been a weblog I haven’t been in a position to establish much more for.

When you find yourself excited about issues, it’s typically straightforward to give attention to the sensible, or ‘points’ your readers have. However don’t overlook that folks additionally prefer to be entertained (their drawback may be being bored). They like itemizing to tales and admiring creativity (their drawback may be that they lack inspiration).

Creating Products: Which Product Should You Create?From Darren: One of many key educating factors in lots of the keynotes that I ship is to turn into hyper-aware of issues (each your individual and people of others). I really consider that this consciousness of the issues of others places you within the excellent place to serve others, and create the #1 ingredient to a profitable enterprise – usefulness.

I’ve beforehand urged 11 methods to establish reader issues in this post within the ProBlogger archives

Not solely will these strategies show you how to create product concepts but additionally they’ll show you how to give you weblog submit concepts too!

Creating Products: Which Product Should You Create?


So now we’ve obtained issues, let’s see if we are able to resolve them!

The subsequent step is to consider attainable options which may exist for every of these issues. Let’s go together with the lawm mowing drawback.

Answer: I can mow my very own garden

Answer: I can get another person to mow my garden

Each are viable and each would resolve the issue 100%. There’s at all times a number of options to the identical drawback, you simply have to suppose it by.

We’ve solved it! Or have we?

So we’ve obtained a few options to the good garden mowing drawback of my readers. That is basically a DIY or done-for-you.  From that, we then establish a number of the boundaries to activating the DIY resolution.

Barrier: I don’t personal a garden mower

Barrier: I don’t know the right way to use a garden mower

Barrier: I’ve a garden mower, but it surely’s damaged

Okay, now you’re in all probability beginning to see product alternatives.  What might I do to take away these boundaries to the DIY garden mower drawback. Let’s go together with the I don’t personal a garden mower.  One other drawback!

Answer: Effectively, you might purchase one!

Barrier: I don’t know which one to purchase

Barrier: I don’t know the place I should buy one

Barrier: I don’t have any cash

Hold going…

Downside: I don’t know which one to purchase

Answer: A information, some recommendation or coaching one the right way to purchase a garden mower.

We’ve got a product concept!

So then it’s easy. Rinse and repeat.

What you’ve gotten performed is taken the issues of your readers, drilled them down into smaller ones by understanding boundaries, after which drilling them down till now we have a slim and really particular potential resolution to the issue.

I’ve on objective solved my drawback with an academic consequence, nevertheless some will likely be action-based (for instance: one other resolution may be to promote them a lawnmower), some will likely be service-based (for instance: a listing of garden mowing providers) and a few will likely be training- and educational-based.

Whatever the sort, they are going to be all required and valued by somebody.

Take every drawback in your listing and start to drill down to search out options by figuring out boundaries and smaller issues till you’ve gotten a listing of product concepts.

At this stage you’ll have a protracted listing of potential merchandise. Once you really take a look at this on paper (or spreadsheet), is it any surprise you weren’t positive which product to construct?

Creating Products: Which Product Should You Create?Darren says: I hope you see a number of the energy of this method. Fairly than merely making an attempt to brainstorm product concepts, what Shayne is suggesting is far more about coming at product concepts from the attitude of your potential buyer.

Brainstorming their issues on this manner won’t solely show you how to to give you a product concept (it ought to in all probability show you how to give you a number of viable ones), however by doing this you’ll even be in a a lot better place to write down and launch that product additionally as you’ll have a greater understanding of what questions the product ought to reply and what’s going to inspire folks to purchase it!

Creating Products: Which Product Should You Create?

Cull and Focus

It’s now time to cull and focus.

Now you can seize the pink pen, or be on the prepared on the delete key, and begin working from the highest, eradicating any merchandise which might be merely not attainable, or not one thing you have an interest in doing.

For instance, as a blogger you’re in all probability not all in favour of promoting mowers straight, in order that’s gone.

You can find, when you’ve frolicked on the above train, that you simply’ll strike by lots , if not a majority of the options. That’s okay, however don’t delete them, put them on the sometime/perhaps pile as a result of when you’re excited about your subsequent product your circumstances might need modified.

Let’s assume that you simply’ve obtained three legit product concepts. For this little garden blogger, it’s all the knowledge merchandise.

  1. Info and coaching on the right way to purchase a mower
  2. Info on the right way to preserve my mower in tip-top form
  3. Info on the right way to use a garden mower successfully

Our subsequent step is to have a look at the potential and viability of every of these merchandise – we are able to try this just a few methods.

What number of?

It’s essential decide (and a greatest guess is okay) how many individuals would need these merchandise?

You received’t promote it to all of them, however you employ it as a comparability.  We all know that solely folks wanting to purchase a mower may need coaching on the right way to purchase one, folks with a mower and other people shopping for one may need to know the right way to preserve it, in addition to the right way to use it.

So we all know, that there’s a greater marketplace for merchandise 2 and three.

How a lot?

The counterbalance to that is: what worth do folks placed on you fixing that drawback for them (thus how a lot are they keen to pay you)?

In case you are about to purchase a mower, you’re about to spend some huge cash, so your readers may put a better worth on that.  The place as utilizing a mower is fairly straightforward to determine so not an awesome worth is placed on fixing that.

Take the market dimension and a number of it purchase the worth, and also you’ll have a complete potential worth on every of these merchandise and rank them so as.

Let’s say for our little mowing challenge it’s now

  1. Info on the right way to use a garden mower
  2. Info and coaching on the right way to purchase a mower
  3. Info on the right way to preserve my mower in tip high form

Creating Products: Which Product Should You Create?Darren says: Feeling like it’s worthwhile to mow your garden but? I do!

My key recommendation on this ‘culling of concepts’ part is that doing this train the primary time is often the toughest. By doing this work now you’ll hopefully give you a number of concepts that might properly set your product creation technique for the subsequent 12 months or so.

You’ll additionally discover that by doing this course of as soon as totally the primary time that you simply’ll discover it really turns into extra intuitive and a pure a part of your enterprise. 

As you turn into used to doing this evaluation, you’ll begin to get extra of a intestine really feel as to which kind of merchandise will work and which wont along with your viewers.

Creating Products: Which Product Should You Create?

Analyse the Competitors

We now know that our ‘the right way to use a garden mower product’ is viable – now it’s time to look sideways at our competitors.

For our garden mowing instance, we must always now begin trying on the merchandise that exist that train folks the right way to use a garden mower.

Pay attention to these product’s options, format, advantages, price, dimension every little thing you’ll be able to about them.

If there isn’t any competitors for the challenge, nice!  It’s unlikely, however you’ve obtained an actual alternative in your fingers.

If there’s competitors for every of your product concepts, beginning at your number-one product, begin detailing why your product can be distinctive.

Merely reply the “I might purchase my product over theirs as a result of ….“.

One among three issues will occur:

  1. You possibly can’t outline something to differentiate your product. On this case you in all probability want to maneuver on.
  2. You’ve gotten a novel level of distinction, but it surely’s not a robust one.  You in all probability want to maneuver on.
  3. You’ll have a novel strategy to this product that folks will love.

We’re near having a choice on a product.  We now simply have to outline it somewhat extra.

The one remaining merchandise in our garden shifting challenge is:

  1. Info and coaching on the right way to purchase a mower

Type and Options

The ultimate step is to outline what type and options this product could have.

With data and coaching it may be:

  • Digital (eBook, video collection, blended course, content material)
  • Bodily (e book, coaching guide, dvd)
  • Face-to-face (coaching program)

Defining this half is hard, because it’s going to come back all the way down to what your reader prefers, what you’ll be able to ship, and what may exist already out there.

In consequence it’s very a lot a query answered by the phrases ‘it relies upon’, and the reply will likely be totally different for every particular person studying this text.

The Professionals and Cons of eBooks, Video and Programs

I do know numerous ProBlogger readers will likely be not sure from a digital data product standpoint what strategy to take, so let me share my perspective on that.

 1. eBooks


  • Least expensive
  • Fast to market
  • Easy supply and formatting
  • No enormous know-how burdens
  • Straightforward to promote your self of leverage open marketplaces
  • Straightforward to replace
  • -On-line or offline


  • Restricted on value
  • Some issues are exhausting to show in photos and phrases
  • Not everyone seems to be a reader
  • Very straightforward to be shared and tougher to manage copyright smart

 2. Video or video collection


  • Trendy and really visible (you’ll be able to present and inform)
  • Nice for these that aren’t writers
  • Instruments as of late are making manufacturing a lot simpler
  • A way more private expertise
  • On-line or off-line


  • Fulfilment overheads and technical challenges
  • Tougher to replace an preserve content material
  • Not all your readers can take care of the know-how (but)
  • You’ll want gear and software program (and knowhow) to make it stand out

 3. Programs


  • Better of each wolds – phrases, photos and movies when wanted
  • Two manner communitation – Q&A’s boards and so on
  • Rising open marketplaces
  • Appears to be the best way of the longer term


  • Largest preliminary setup time requirement
  • Fulfilment overheads and technical challenges
  • Tougher to replace an preserve content material
  • Not everybody can take care of the know-how (but)
  • You’ll want gear and software program (and knowhow) to make it stand out
  • Troublesome to run on autopilot (it’s worthwhile to be concerned ongoing).

Once more, let me be clear there isn’t any blanket proper or unsuitable alternative with this. It’s about making a choice that you’re snug with.

Creating Products: Which Product Should You Create?Darren says: clearly I’ve centered most of my efforts on eBooks over the previous few years. My reasoning for doing so on the time was partly that it was essentially the most achievable for me to create an eBook, but additionally that on the time (5 years in the past) I felt that it was in all probability essentially the most accessible format for many of my readers at Digital Pictures Faculty.

I might advise that when you’re creating your first product that you simply don’t chunk off greater than you’ll be able to chew. Until you’ve obtained some money to splash on getting plenty of assist to create your product, starting with one thing achievable might be the most effective beginning place.

Creating Products: Which Product Should You Create?

The Takeaway:

Studying by this submit may really feel fairly intense and maybe somewhat over-the-top for somewhat product creation challenge.

However once I put it in these easy steps I hope it doesn’t appear that manner.

  1. Outline your individual motives for making a product
  2. Outline your prospects and the issues they’ve
  3. Outline options for these issues
  4. Outline your distinctive level of distinction out there
  5. Uncover if the dimensions of the market will make it well worth the funding
  6. Outline what type your product will take

See it’s not that arduous!

Ultimate Ideas on Selecting Which Product to Create:

Just a few last ideas earlier than we transfer onto really constructing your product (which we’ll cowl tomorrow):

The product that delivers to its promise wins, not the one with essentially the most options.

You don’t have to be first to market to personal it. Google wasn’t the primary search engine on the web, but it surely was the most effective.

When you consider in additional than simply the cash, it can carry you a lot additional.

What labored for them received’t at all times be the factor that works for you.

Merchandise that train you the right way to create merchandise that train others the right way to create merchandise … just isn’t a product.

Don’t at all times suppose as a blogger it’s worthwhile to create data merchandise. Companies and instruments could be far more beneficial over a long run that books eBooks and programs.

That’s it for immediately! Subsequent week we get to construct some stuff.


This text was up to date 13 October 2022.

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Creating Products: Before You Even Think About Creating Products, Think About This

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